Emotional reactions Quote by David Ogilvy
““A psychologist flashed hundreds of words on a screen and used an electric gadget to measure emotional reactions. High marks went to darling. So I used it in a headline for Dove.””
About This Quote
Source Advertisement: Dove campaign, 1960s
A psychologist measured emotional responses to words, and the most positive reaction was to “darling,” which was then used in Dove’s headline.
In simple terms: Using scientific insight to craft persuasive copy.
Key Takeaway
Leverage data to choose emotionally resonant language.
Themes
advertising
psychology
emotion
Mood
creative
analytical
Type
marketing
strategic
When to use this quote
- product launch
- brand messaging
- market research
Key Concepts
consumer behavior
neuromarketing
copywriting
Questions to Reflect On
- How can we ensure data‑driven copy remains authentic?
- What ethical limits exist in manipulating emotions?
A Different Perspective
Data may not capture cultural nuances or long‑term brand impact.
